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19 September, 2016 - 18:26 By Kate Sweeney

Augmented reality technology boosts Cambridge Art Fair

Visual recognition technology that brings art to life through a smartphone app is being introduced at Cambridge Art Fair from September 30 to October 2.

ActivCanvas recognises the artwork at the point of a phone and shows a potential buyer hidden information about the piece using augmented reality video and a suite of other features.

Buyers will be able to shortlist artwork and revisit it later when they can also view more work from the same artist. They will also get access to inside track information about the pieces and artists that catch their eye and receive special offers exclusively through the app.

The technology opens up a range of possibilities for galleries and art fair organisers. These include closer customer engagement, valuable data demonstrating buyer preferences and the ability to directly communicate with buyers before, during and after an event.

The fourth Cambridge Art Fair, sponsored by local motor business Elms Cambridge BMW, will be held at the Guildhall in Cambridge. A ticket-only private view takes place on Thursday September 29: You can register for free tickets at www.cambridgeartfair.com

The fair brings a selection of respected UK and international art galleries and dealers to the Guildhall; this year the organisers are bringing modern art from the 20th century by ‘Modern Masters’, as well as contemporary art by some of today’s leading international artists. Artists from the UK, Europe and beyond are exhibiting.

Kiss Communications

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